Enshittification, writes Doctorow, is "a three stage process: First, platforms are good to their users; then they abuse their users to make things better for their business customers; finally, they abuse those business customers to claw back all the value for themselves.

For example, users would see all content from users they subscribed to, allowing content creators to reach their audience without going through an opaque algorithm; and in search engines, exact matches for search queries would be shown before sponsored results, rather than afterwards.

Activist, author and journalist Cory Doctorow coined "enshittification," the American Dialect Society's 2023 Word of the Year, describing how platforms decay and why they're all collapsing at once.

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